Amazon Ads Streaming TV Ad Policies

Ads with a “direct response mechanism” buy CTA (e.g. “Press 3 to buy”) are prohibited from being served around programs commissioned for, principally directed at, or likely to appeal particularly to audiences below the age of 16.

Advertiser are responsible for abiding by the below policies if the ad includes a legend/disclosure. Ads must:

• Have a minimum duration equivalent to one quarter of the total duration of the ad.
• Appear in contrasting colors and be placed horizontally, in regular non-condensed Helvetica font and with a size equivalent to 40 points per letter, in proportion to a 14-inch television screen.
• If audible, must be pronounced in the same rhythm and volume as the Ad, in clear and understandable terms.

• Ads including saving claims: The maximum saving % must apply to the majority of products in the ad, and include ‘up to’ and ‘from’ claims clearly where relevant.
• All prices that do not include applicable taxes are prohibited.

• Ads that contain the term ‘free’ are prohibited, unless consumers pay nothing other than delivery costs.
• Advertisers must withdraw/amend ads featuring special offers in the event of insufficient stock. Conversely, ads that indicate stock is limited (e.g. "Only a few products left" or "Only for a short time") when this is not true, are prohibited.

Ads that state a product is new, unless it is the latest model available on the market, are prohibited.

Substantiation for superlative claims is required (e.g. “We are the largest seller in the market") unless it’s clear that the claim is merely an opinion) or the superlative claim is common in advertising, for example “The best for you”). Subjective opinions should be identified as such, when unclear.

The following claims are prohibited, regardless of any substantiation to support them:

• Claims that products can facilitate winning in games of chance.
• Claims suggesting the advertiser's job/livelihood is in jeopardy if the consumer does not buy the advertised product.
• Claims presenting consumers’ rights as a distinctive feature of the offer. For example, ads must not use the word “warranty” in a way that causes confusion about a consumer's warranty rights by law.

Ads that state a product is new, unless it is the latest model available on the market, are prohibited.

Substantiation for superlative claims is required (e.g. “We are the largest seller in the market") unless it’s clear that the claim is merely an opinion) or the superlative claim is common in advertising, for example “The best for you”). Subjective opinions should be identified as such, when unclear.

The following claims are prohibited, regardless of any substantiation to support them:

• Claims that products can facilitate winning in games of chance.
• Claims suggesting the advertiser's job/livelihood is in jeopardy if the consumer does not buy the advertised product.
• Claims presenting consumers’ rights as a distinctive feature of the offer. For example, ads must not use the word “warranty” in a way that causes confusion about a consumer's warranty rights by law.

Substantiation for superlative claims is required (e.g. “We are the largest seller in the market") unless it’s clear that the claim is merely an opinion) or the superlative claim is common in advertising, for example “The best for you”). Subjective opinions should be identified as such, when unclear.

The following claims are prohibited, regardless of any substantiation to support them:

• Claims that products can facilitate winning in games of chance.
• Claims suggesting the advertiser's job/livelihood is in jeopardy if the consumer does not buy the advertised product.
• Claims presenting consumers’ rights as a distinctive feature of the offer. For example, ads must not use the word “warranty” in a way that causes confusion about a consumer's warranty rights by law.

Substantiation is not required for superlative claims that only reference a brand's own products e.g. "Our most powerful vacuum cleaner" or "[brand]'s most advanced formulation yet," unless advertiser is otherwise required to include it.

Linear ads: Customer reviews can only be used with permission from the author.

Content that (i) exploits the audience’s fears, inexperience or superstitions, or (ii) encourages/condones behavior that is bad for the environment.
Ads containing symbols of a prohibited organization (e.g. swastika) unless in an historic context; ads showing any form of denial of the genocide in Nazi Germany.

Content that (i) exploits the audience’s fears, inexperience or superstitions, or (ii) encourages/condones behavior that is bad for the environment.
Ads containing symbols of a prohibited organization (e.g. swastika) unless in an historic context; ads showing any form of denial of the genocide in Nazi Germany.

Ads can’t feature individuals regularly presenting news and current affairs, either visually or verbally.

Content that (i) exploits the audience’s fears, inexperience or superstitions, or (ii) encourages/condones behavior that is bad for the environment.

• Content referencing anyone who is dead (where such references cause offense or distress).
• Ads featuring anyone (visually or orally) who currently and regularly presents news/current affairs on TV.
• Ads including extracts from broadcasts of parliamentary proceedings.

• Betting systems/products intended to facilitate winning games of chance
• Products indexed on the German list for harmful media and telemedia

• Betting systems/products intended to facilitate winning games of chance
• Products indexed on the German list for harmful media and telemedia

• Health centers or any ads encouraging use of health procedures
• Medical products

• Breath-testing devices
• Betting systems/products intended to facilitate winning games of chance

• Alcohol ads must contain a responsible drinking message to be permitted.

• Ads for alcoholic beverages shall not directly address minors or show minors drinking.
• Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
• Show people drinking alcoholic products whilst playing sports, or imply that those playing sports have consumed alcohol.
• Imply that alcohol makes one better at sports.
• Be presented as essential to enjoying sports.

• Ads for beer must include the following warnings to be permitted: in Dutch “Bier drink je met verstand” or in French: “Une bière se déguse aves sagesse”.
• Ads for all other alcoholic beverages must include the following warnings in Dutch to be permitted: “Ons vakmanschap drink je met verstand” or in French: “Notre savoir faire se déguse avec sagesse”.

• Models in alcohol ads that are or have the appearance of being, under the age of 25 are prohibited.
• Alcohol ads must not link alcohol with any sporting or professional activity.
• Alcohol ads must include one of the following warnings in upper case at the end of the video:
• BEBA COM MODERAÇÃO (“Drink with moderation”)
• A VENDA E O CONSUMO DE BEBIDA ALCOÓLICA SÃO PROIBIDOS PARA MENORES (“Sale and consumption of alcoholic beverages are prohibited for minors”)
• ESTE PRODUTO É DESTINADO A ADULTOS (“This product is intended for adults”)
• EVITE O CONSUMO EXCESSIVO DE ÁLCOOL (“Avoid excessive alcohol consumption”)
• NÃO EXAGERE NO CONSUMO (“Do not exagerate in consumption”)
• QUEM BEBE MENOS, SE DIVERTE MAIS (“Who drink less, have more fun”)
• SE FOR DIRIGIR NÃO BEBA (“If driving, do not drink”)
• SERVIR BEBIDA ALCOÓLICA A MENOR DE 18 É CRIME (“Serving alcoholic beverages to minors under the age of 18 is a crime”)
• Ads for beer must either include one of the above or below warnings:
• CERVEJA É BEBIDA ALCOÓLICA. VENDA E CONSUMO PROIBIDOS PARA MENORES (“Beer is alcoholic drink. Sale and consumption prohibited for minors”)
• SERVIR CERVEJA A MENOR DE 18 É CRIME (“Serving beer to minors under the age of 18 is a crime”)
• Ads for non-alcoholic beer are exempt from carrying a warning provided they do not refer to the brand, slogan or promotional phrase of the alcoholic beverage.
• Ads for beer must either include one of the above or below warnings:
• CERVEJA É BEBIDA ALCOÓLICA. VENDA E CONSUMO PROIBIDOS PARA MENORES (“Beer is alcoholic drink. Sale and consumption prohibited for minors”)
• SERVIR CERVEJA A MENOR DE 18 É CRIME (“Serving beer to minors under the age of 18 is a crime”)
• Video ads for alcohol must include one of the above disclaimers delivered verbally and in the copy at the end of each ad.
• Ads for non-alcoholic beer are exempt from carrying a warning provided they do not refer to the brand, slogan or promotional phrase of the alcoholic beverage.
• Ads cannot include visuals or references that present or suggest ingestion of the product, aggressiveness, use of weapons, and changes of emotional equilibrium.

• Frequency must be capped at 3 times per 24 hours (3x24).

• Unskippable ads for alcohol products are prohibited (applies to any product containing alcohol regardless of %).

• Ads for alcoholic beverages shall not directly address minors or show minors drinking.
• Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
• Show people drinking alcoholic products whilst playing sports, or imply that those playing sports have consumed alcohol.
• Imply that alcohol makes one better at sports.
• Be presented as essential to enjoying sports.

• Ads must include a warning statement that follows industry regulations and guidelines for alcohol consumption, for example: “Stop drinking if you are underage or you are driving. Enjoy a moderate amount of alcohol. Please don’t drink if you are pregnant or in a lactation period. Recycle can after drink.”
• Advertising hard liquor on the homepage is restricted to beer, cocktails, shochu, sake, plum wine, wine, brandy, and whiskey only. Ads must not show:
• A person drinking brandy/whiskey in a gulping manner.
• Large bottles or other drinking containers.

• Ads must include “Bevi responsabilmente.”
• Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
• Show people drinking alcoholic products whilst playing sports.
• Imply that alcohol makes one better at sports.
• Be presented as essential to enjoying sports.
• The below rules apply to +1.2 % alcohol products:
• Ads cannot:
• Link the consumption of alcohol with good physical performance or driving
• Suggest that consumption of alcohol contributes to social or sexual success
• Suggest that alcohol has stimulating or calming qualities, or contribute to resolving psychological conflict
• Day Parting:
• Ads can’t be aired within content/programs aimed at minors and during the 15 minutes before and after their broadcast
• Ads for spirits (above +21% alcohol content) are prohibited between 4pm and 7pm

• Alcohol ads must comply with the Dutch Advertising Code for Alcoholic Beverages (Reclamecode voor alcoholhoudende dranken).
• The warning “no 18, no alcohol” must be included in all ads for alcoholic beverages, except for banner ads equal to or smaller than 120 pixels wide and 60 pixels high.

• Ads must include any of the following disclosures: “Evite el Exceso,” “Conocer es no excederse,” or “Todo con medida.”
• Ads must secure a permit before the COFEPRIS and must show the permit number.
• Ads must include precautionary statements legends (health warning) related to the danger that the consumption of beer may cause to consumer’s health (e.g., may cause health problems).
• Ads cannot include certifications or legends that imply any kind of recognition by professional organizations or associations.

• Disclaimer: Ads must include “Disfruta de un consumo responsable.”
• Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
• Show people drinking alcoholic products whilst playing sports.
• Be presented as essential to enjoying sports.
• Ads cannot:
• suggest that alcohol consumption contributes to social or sexual success, or personal, family, social, sporting or professional success.
• Portray a negative image of abstinence or sobriety.
• Present alcohol as essential to enjoying sports.
• Ads for alcohol must include a message promoting moderate and low-risk drinking.
• Day Parting:
• 20% or less alcohol content: ads can only be displayed between 10:30 p.m. and 5:00 a.m.
• More than 20% alcohol content: ads may only be displayed between 1:00 a.m. and 5:00 a.m.

• Disclaimer: Ads must include “For the facts about alcohol visit www.drinkaware.co.uk” or “Drinkaware.co.uk for the facts,” and (if relevant) warnings around the dangers of drinking and driving.
• People who are (or seem to be) under 25 cannot play a significant role/be seen drinking in ads.
• Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
• Show people drinking alcoholic products whilst playing sports, or imply that those playing sports have consumed alcohol.
• Imply that alcohol makes one better at sports.
• Be presented as essential to enjoying sports.
• Audience requirements:
• Ads for drinks containing 1.2% alcohol or more cannot be placed next to programs commissioned for, principally directed at, or likely to appeal particularly to audiences below the age of 18.
• Ads for drinks containing less than 1.2% alcohol must not be placed next to programs commissioned for, principally directed at, or likely to appeal particularly to audiences below the age of 16.
• Programs with an audience where more than 25% is under 18 cannot include alcohol ads (including low-alcohol ads).

Disclosure of performance data corresponding to conditions of use atypical for the majority of consumers are not allowed, unless such conditions are clearly specified.

The advertisement cannot contain suggestions for using the vehicle that could endanger the personal safety of the user and third parties, such as overtaking not allowed on roads, speeding, not using safety accessories, disrespecting signs, disrespecting pedestrians and traffic regulations in general.

Advertisements that induce users to disrespect the rules of silence and hygiene on public roads, as well as respect for natural and ecological resources when traveling, are not allowed.

Ads must include the following information:

• The carbon dioxide emission class graph.
• The hashtag #SeDéplacerMoinsPolluer ("#LowerPollutionMovement")
• One of the following three messages:
• "For short trips, give priority to walking or cycling" (FR: «Pour les trajets courts, privilégiez la marche ou le vélo»)
• "Think of carpooling" (FR: «Pensez à covoiturer»)
• "Every day, take public transport" (FR: «Au quotidien, prenez les transports en commun»)

Passenger cars ads must include gas consumption and CO2 emissions information:

1. Official consumption in the “combined” test cycle:
• When fuel driven (l/100 km)
• When natural gas and biogas driven (kg/100 km)
• When electricity driven (kWh/100 km)
2. Official specific CO2 emissions in the “combined” test cycle (g/km)
3. The CO2 efficiency “A+++ - G” rating, including a rating graph (example below). Alternatively, ads can refer to the relevant advertiser website for the rating graph.
4. Reference to the website where a complete guide on fuel consumption, CO2 emissions and electricity consumption can be consulted (e.g. the manufacturer’s website).

Vehicles ads must disclose fuel consumption and C02 emissions information, in Italian. This information is often included on a foot note. Example:

• IT: “Valori Massimi Ciclo Combinato NEDC-BT: Consumi 5,8l/100 KM; Emissioni CO2 138g/KM.” (ENG: “NEDC-BT Maximum Combined Cycle Values: Fuel Economy 5.8l/100 KM; CO2 Emissions 138g/KM.")

Comparative and superlative claims in automotive ads do not require substantiation if the manufacturer or dealer site shows the same claim. These claims may refer to the vehicle performance, the vehicle specs, the warranty or a financial service.

Speed or acceleration claims cannot be the main message of an ad (but these features can be mentioned as general information). Safety claims must not be exaggerated.

If an advertiser runs a charity promotion linked to charity (e.g. by donating a % of profits), the charity/cause needs to be named in the ad.

The participation fee cannot exceed 0,50 EUR.

Advertiser must obtain authorization from a governmental entity to run ads for contests and sweepstakes.

Prizes such as cash, medicine, weapons, explosives, fireworks, alcoholic beverages, tobacco/cigars/cigarettes and similar products are prohibited.

Ads for free-to-enter competitions/contests/prize draws are permitted. Please reach out to Amazon for approval if the advertised competition/contest/prize draw requires a participation fee.

• Dating ads are prohibited from being directly accessible from programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18.
• Ads are prohibited from dwelling exclusively on loneliness, or suggest people without a partner are inadequate.

Ads must include clear advice on precautions to take when meeting people through dating agencies (linear only).

• Dating ads must not be directly accessible from programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18.
• Ads must include advice on precautions to take when meeting people

Ads must include clear advice on precautions to take when meeting people through dating agencies (linear only).

• Ads unsuitable for under 16s cannot be transmitted between 6 a.m. and 10 p.m.
• Ads unsuitable for under 18s cannot be transmitted between 6 a.m. and 11 p.m.

Ads must not:

• Encourage violence.
• Promote stereotypes linked to gender, race, ethnicity, nationality, religion, beliefs, disability, age or sexual orientation.
• Promote body-building, aesthetic medicine, self-image rejection, loss of weight, aesthetic surgery or treatments.
• Suggest that personal image may cause social rejection or success.

Ads for films with an 18- or 15-certificate, and computer/console games with an 18+, 16+, or 15+ rating must not be directly accessible from programs commissioned for, principally directed at, or likely to appeal particularly to children.

• Ads must be easily understandable by the audience, and must not take advantage of consumers' inexperience. The basis used to calculate any rate of interest, forecast or projection must be apparent immediately.
• Ads must make clear the value of investments is variable and, unless guaranteed can go down as well as up, and that past performance does not warrant future performance.
• Ads must state any condition of applicable terms (e.g. limitation, expense, penalty or charge, and terms of withdrawal).

• Advertisers obliged to publish a prospectus by law, must mention that a prospectus has been published or is pending publication in ads
• Ads for financial/credit institutes, capital management companies and externally managed investment companies that contain information considered as misconduct are prohibited
• Ads likely to create misconceptions about banking transactions, that may impair the banking industry or that suggest reducing savings activity are prohibited
• Ads for publicly offered investments (Vermögensanlagen) must include the following information:
• A reference to the sales prospectus and its publication
• The following warning, clearly visible "The acquisition of this investment involves considerable risks and may lead to the complete loss of the invested assets"
• Ads indicating unguaranteed investment returns must include "The promised return is not guaranteed and may be lower"
• Ads cannot contain references to the authority of the DE Federal Agency
• Ads must not use the term "fund" or similar to refer to the offeror, issuer, or investment

When the ad has a projection or estimate of future results (income, profitability, valuation or any other) in the form of index or percentage, the advertisement must:

• identify the basis of the projection or estimate;
• explain whether applicable taxes were taken into consideration, whether there was use of profits generated in the period being analyzed, whether there was deduction of tax incentives and, especially, whether the projection or estimate was made based on past results, the repetition of which in the future may be uncertain or unlikely.

Ad must observe the same bases and comparison conditions concerning term, guarantee, liquidity, redemption and criteria for calculation of profitability or other benefits generated by the advertised products or services.

Ad must valorize the informative and educational content of the message and avoid assertions that may give mistaken information or create confusion among investors.

• Ads must include information on all related costs, fees, commissions, and charges.
• Ads must balance the presentation of the performance (gains, returns) and risks.
• Ads must contain clear and perfectly legible and/or audible information on specific risks
• Ads must clearly state that the advertiser is authorized. This authorization can’t be presented as a guarantee.
• Past performance must be clearly identified, as "past" and must specify that doesn’t not guarantee not future performance. Past performance is annualized, with an indication of the period over which it has been calculated.

• Ads must indicate their nature of “advertisement” (messaggio pubblicitario) and that information sheets (fogli informativi) are available, indicating ways to find them.
• Ads for public offerings (e.g. sale of equity) must contain the following warning: “before subscribing, read the prospectus” at least in audible form; and indicate that a prospectus has been or will be published and where it’ll be available.
• Ads showing investments returns must: specify the reference period for the calculation of the return; represent the risk profile; indicate applicable taxes; and contain the warning “Past returns are no indication of future ones."

Ads must include information on the below points, in spoken and/or written form (advertisers can choose to include this info at the end of the ad, on a static screen for at least three seconds):

• A reference to the nature of the banking product/service in question
• Nominal interest rate
• Applicable bank fees
• Bank website where all relevant information can be found

Other content rules:

• Risk indicator warnings must remain on screen for the entire time ads are reproduced.
• If the ad refers to the advantages of a certain tax regime, it must clarify if it applies generally or only to a subset of people
• Information on the cost or past profitability must expressly indicate the period of time.
• Ads can’t suggest endorsement from the CNMV or other ES authority.

• Ads for units in collective investment must be authorized by the FCA (unless approved by BCAP, UK broadcast advertising regulator).
• References to interest payable on savings are acceptable, subject to these conditions:
• They must be accurate at the time of broadcast – ads must be modified immediately if the rate changes;
• Ads quoting a rate must (i) use the Annual Equivalent Rate and the contractual rate; and (ii) make clear whether it is gross or net of tax, or tax-free;
• If conditions apply, the ad must refer to the conditions and how they can be accessed;
• Where the interest rate is variable, this must be stated;
• If investment returns of different types of savings products are compared (e.g., a unit trust and a bank deposit), ads must explain differences between products.

Ads for unsecured consumer credit by consumer credit, consumer hire, credit brokering or related credit services (e.g. debt counselling) are subject to additional financial promotions rules. Please consult with Amazon for approval of these categories.

Ads cannot undermine trust in the insurance economy, or create a false impression about insurance services and remuneration payments. Ads can’t suggest unrestricted insurance cover is offered, if restrictions of any kind apply. Maximum benefits under the insurance must specify terms and conditions.

Ads must:

• Indicate the full name of the insurance company
• Clearly indicate the type of insurance contract being offered

Ads must:

• Indicate the advertiser trademark name or corporate name, and business address
• Balance the presentation of benefits in relation to potential risks incurred

Ads must:

• Be immediately detectable as such by adding a disclaimer e.g. “Advertising message for promotional purposes” / “Advertising”, etc.)
• Include the following disclaimer in clear characters: “Read the information set before subscribing” (i.e., “Prima della sottoscrizione leggere il set informativo”)
• Indicate the full name of the insurance company

Reference to specific assured sums must include all relevant qualifying conditions; e.g. age and gender of the assured, period of policy and amount and number of premiums payable.

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

1. The identity and address of the advertiser
2. The net loan amount, and total amount payable by the consumer
3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
6. Real estate consumer loans: the indication that the loan is secured by real property
7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount

These ads cannot:

• indicate that the credit transaction may be concluded without consulting credit protection services or without assessing the consumer's financial situation;
• hide or make it difficult to understand the burdens and risks of taking out credit or selling in installments;
• harass or pressure the consumer to contract the supply of a product, service or credit, especially if the consumer is elderly, illiterate, ill or in a state of aggravated vulnerability or if the contract involves a prize
• condition the fulfillment of consumer requests or the initiation of negotiations on the waiver of legal claims, the payment of legal fees or judicial deposits

All video ads must prominently contain the disclaimer: "Credit is binding and must be repaid. Check your ability to repay before committing ".

Prohibited content:

• Ads for credit with a grace period of more than 3 months (with the exception of government-subsidized loans)
• Permanent credit ads can’t be presented as an increase in purchasing power; and must state whether its use will generate a cost
• Ads implying that loans improve the borrower's financial situation, constitute a substitute for savings, or grant immediately available money without financial consequences.
• Ads indicating that a credit can be granted without assessing borrowers’ financial situation

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

1. The identity and address of the advertiser
2. The net loan amount, and total amount payable by the consumer
3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
6. Real estate consumer loans: the indication that the loan is secured by real property
7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

1. The identity and address of the advertiser
2. The net loan amount, and total amount payable by the consumer
3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
6. Real estate consumer loans: the indication that the loan is secured by real property
7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

1. The identity and address of the advertiser
2. The net loan amount, and total amount payable by the consumer
3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
6. Real estate consumer loans: the indication that the loan is secured by real property
7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount

Advertisements for mortgages and re-mortgages are subject to additional requirements. Please reach out to Amazon for approval.

Ads for crossbows and knives (including camping or other “non-weapon” knives) must include a prominent disclaimer stating such products are not available for purchase to those under 18.

Ads for formula for infants aged 12 months and under are prohibited.

Ads for formula for infants aged 12 months and under are prohibited.

Ads for baby bottles, bottle nipples and pacifiers are prohibited.

Ads for follow-on formula for toddlers, transitional food for infants and toddlers and all dairy milks must display the following warning: “O aleitamento materno evita infecções e alergias e é recomendado até os 2 anos de idade ou mais" ("Breastfeeding prevents infections and allergies and is recommended until two years of age or older").

Ads of infant formulas must:

• Promote breastfeeding by clearly pointing out the benefits of breastfeeding.
• Expressly state that the use of infant formulas is recommended only in the following cases (i) due to the infant’s intolerance to breast milk, (ii) due to the mother’s absence, or (iii) due to the mother’s inability to breastfeed or any other well-founded sanitary reasons.

• Ads for prescription drugs are prohibited
• Ads cannot include statements by professionals that imply professional advice, preferences or recommendations
• Ads cannot promote off-label use of medicines (i.e. use for purposes other than the ones approved by the BR Health Authority – Anvisa
• Ads cannot:
• stimulate or induce the indiscriminate use of the pharmaceutical product
• suggest or stimulate diagnosis in general or have pictures of people using the pharmaceutical product
• announce a pharmaceutical product as new after 2 years of its launch in Brazil
• include stamps, nominative, figurative or mixed marks of government institutions, philanthropic entities, foundations, associations and/or medical societies, non-governmental organizations, associations representing the interests of consumers or health professionals and/or quality certification stamps
• suggest that the pharmaceutical product has pleasant organoleptic characteristics, such as: "tasty", "yummy", "delicious" or equivalent expressions; as well as the inclusion of images or figures referring to the indication of the taste of the pharmaceutical product
• employ imperatives that directly induce the consumption of pharmaceutical product, such as: "have", "take", "use", "try"
• Medicine ads must generally contain:
• Commercial name of the medicine, list of the active ingredient(s), and registration number before Anvisa
• A mandatory warning (“SE PERSISTIREM OS SINTOMAS, O MÉDICO DEVERÁ SER CONSULTADO” – in EN: “IF SYMPTOMS PERSIST, CONSULT WITH A DOCTOR”)

• Medicinal products ads must contain the name and registered office of the pharmaceutical company, the name of the medicinal product, the composition of the medicinal product and indications for use, contraindications, and side effects.
• All ads must include the text "For risks and side effects, read the package leaflet and ask your doctor or pharmacist" (German: Zu Risiken und Nebenwirkungen lesen Sie die Packungsbeilage und fragen Sie Ihren Arzt oder Apotheker"). This must be included after the ad, inserted against a neutral background and spoken at the same time.
• Ads for abortions or other treatments suitable to terminate pregnancy are prohibited.
• Before/after images that depict a physical alteration of the body are prohibited, and testimonial references too.
• Ads for prescription drugs are prohibited.
• Medicinal products:
• Claims suggesting that health may be impaired by not using the product, or improved by using it are prohibited.
• Ads cannot include statements by professionals that imply professional advice, preferences or recommendations. Unless obvious from context, ads including a health professional must make clear if he or she has a direct financial interest or equivalent in the sale of the advertised product/service.

• Ads for medicines and medical devices must secure a permit before the Federal Commission for the Protection Against Sanitary Risks (“COFEPRIS”) and must show the permit number.
• Ads for medicines and medical devices must include:
• The legend: “Consult your doctor”.
• The legends that indicate to avoid self-treatment, when required due to their characteristics.
• Precautionary legends when the consumption of the product may cause risk or to the health of the consumers.
• Legends and health messages in a similar size and in proportion with the Ad.
• Ads for medicines cannot include:
• The legends that change the posology information authorized by the authority in Marketing Authorization.
• Promote the medicine consumption through raffles, contests, collectibles, or other events involving chance.
• Promote consumption by offering any other product or service in exchange.
• Caricature techniques that may confuse and induce minors to consume the medicines.
• Ads for supplements must include the permit number from COFEPRIS and a disclosure determined by the authority based on the health risks that the product represent (e.g., “This product is not a medicine”).
• Ads cannot advertise supplements as they are dietary and cannot attribute preventive, therapeutic, rehabilitative, nutritional, stimulating, or other qualities that do not correspond to the function of the product.

• Medicines, vitamins and/or other dietary supplements cannot be advertised in or next to programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 16.
• Ads in which children are shown having a medicine/vitamin/food supplement cannot be broadcast before 9:00 PM.
• Medicinal product ads (including legible on-pack product claims within a pack shot) must include the name of the product, an indication of what it is for, text such as "Always read the label" and the common name of the sole active ingredient, if it contains only one.
• Medicinal product ads cannot include recommendations by a person well-known in public life, sport, entertainment or similar. Recommendations by medical charities, patient groups and health or sport organizations are forbidden too.
• Ads can refer to the likely absence of a side effect (e.g. "unlikely to cause drowsiness") but suggestions that a product has no side effects are forbidden.
• Ads for medicinal products must not offer to provide a diagnosis or suggest a treatment by correspondence (e.g. by post or e-mail).
• Comparative advertising is forbidden for medicinal products.
• Ads for prescription drugs are prohibited.
• Medicinal products:
• Claims suggesting that health may be impaired by not using the product, or improved by using it are prohibited.
• Ads cannot include statements by professionals that imply professional advice, preferences or recommendations. Unless obvious from context, ads including a health professional must make clear if he or she has a direct financial interest or equivalent in the sale of the advertised product/service.

• Ads must not portray cosmetic surgery as a flippant decision, but as a decision that requires time and thought – “safe”, “easy” or “risk free” claims are not allowed.
• Ads must not use degrading, objectifying, or gender stereotyping imagery. A degree of nudity is acceptable, gratuitous nudity is not.
• Ads cannot exploit insecurities. Cosmetic surgery ads portraying people as only being confident or happy because of surgery are not acceptable.
• Plastic surgery and cosmetic procedures ads cannot target minors or include content aimed at minors.

• Weight-loss or slimming products, treatments and/or establishments cannot be advertised in or next to programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18. (This does not apply to ads for calorie-reduced foods and drinks, provided ads do not refer to slimming or weight control).
• Ads must not encourage excessive use of weight-control or slimming products.
• Promises or predictions of specific weight loss are not acceptable.
• Ads must not contain claims that weight or fat can be lost from specific parts of the body.
• Health claims for food products that refer to weight loss are not permitted.
• Ads for intensive exercise programs must encourage users to check with a doctor before starting.
• Ads for Very Low-Calorie Diets or diets below 800 kilo-calories a day must indicate they are appropriate for short-term use only, and encourage to take medical advice before embarking on them.
• Obesity treatment ads are only allowed if treatments require qualified supervision.
• Non-prescription obesity medicines are only allowed if their sale or supply requires the involvement of a pharmacist.

Military recruitment is prohibited.

Ads for food in general:

• Ads cannot claim that a food has healing or disease-treating properties. Although there are foods sold in typically pharmaceutical forms (capsules, tablets, syrups, among others), they should not be confused with medicines;
• Food ads can only present claims of functional and/or health properties when these characteristics have been previously analyzed and approved by Anvisa. Such claims are different from medicinal, therapeutic or curative indications that are prohibited by law.

Food and drinks with high levels of sugar may display warning phrases about the dangers of excessive consumption. Example:

• Sugar: [Brand] contains high levels of sugar, if consumed in large quantities increases the risk of obesity and dental cavity
• Saturated fat: [Brand] contains high levels of saturated fat, if consumed in large quantities, increases the risk of diabetes and heart disease
• Trans fat: [Brand] contains high levels of trans fat, if consumed in large quantities increases the risk of heart diseases
• Salt (sodium): [Brand] contains high levels of sodium, if consumed in large quantities, increases of hypertension and heart diseases

Ads must display one of the following four health warning messages:

• “For your health, eat at least five fruits and vegetables a day” (Pour votre santé, mangez au moins cinq fruits et légumes par jour); or
• « For your health, exercise regularly » (Pour votre santé, pratiquez une activité physique régulière) ; or
• “For your health, avoid eating too much fat, too much sugar, too much salt” (Pour votre santé, évitez de manger trop gras, trop sucré, trop salé); or
• “For your health, avoid snacking between meals” (Pour votre santé, évitez de grignoter entre les repas).

Ads for cereal-based preparations and baby foods must include one of these messages:

• “Teach your child not to snack between meals” (Apprenez à votre enfant à ne pas grignoter entre les repas) and
• “Exercise and play are essential for your child’s development” (Bouger, jouer est indispensable au développement de votre enfant).

Ads for food for feeding of infants over 4 months must display this message:

• “In addition to milk, water is the only essential drink” (En plus du lait, l’eau est la seule boisson indispensable) and
• “Exercise and play are essential for your child's development” (Bouger, jouer est indispensable au développement de votre enfant).

Food ads in connection with children’s programs must not emphasize positive nutritional qualities of fat, trans-fatty acids, sugar, sodium or salt

Ads cannot:

• Include children´s characters or animations, celebrities, sportsmen, mascots, interactive elements and certifications or legends that indicated that they have been endorsed or certified by professional organization/associations.
• Attribute preventive, therapeutic, rehabilitative, nutritional, stimulating, or other qualities that do not correspond to the function of the prepackaged food and non-alcoholic beverages and cannot present the product as a stimulant or modifier of the physical or mental state of consumers.
• Indicate or suggest that the use or consumption of the product is a determining factor to modify people’s behavior and that the products itself meets the nutritional requirements for the human beings.
• That are useful to prevent, alleviate, treat, or cure a disease, disorder, or physiological state.
• Explicitly or implicitly indicate or induce to believe that the product has ingredients or properties that it lacks, nor can it attribute to industrialized foods a nutritional value superior or different from the ones they have.
• Include subliminal messages, i.e., those messages that within an explicit advertisement influence the receiver, without there being a conscious perception of the messages.
• Be directly or indirectly associated with the consumption of alcoholic beverages or tobacco.